CHAPTER 11
Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does …
—Howard Schultz
The New Brand Order
When Ja-Naé and her team started Wild Women Entrepreneurs (Wild WE), they all agreed to make sure they created a place where women entrepreneurs felt safe to be themselves and talk about their failures as well as their successes. So, they set off to make sure every piece of branding conveyed to the entrepreneurial members that this was “their community.” No BS, no suits, no pretense. Just real women starting real businesses while living real lives. This passion and consistency of brand is what allowed Wild WE to grow to fifty-five chapters in seven countries in under a year. ...
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